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Integrated marketing

Integrated marketing. Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao. What is integrated marketing . Definition

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Integrated marketing

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  1. Integrated marketing Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

  2. What is integrated marketing • Definition Integrated Marketing is based on a Consumer-Centricity concept, integrating different marketing resources to broadcast product information to customer in a consistent goal and uniform image, so that making the effort of marketing long-term and maximize. And it focuses on the entire company perspective. Group 6

  3. What is integrated marketing • Introduction MARKETING STRATEGY INTEGRATION C O M P A N Y C U S T O M E R P R O D U C T MARKET ING • Briefly, It is a way to integrate marketing resources, making the communication • between product and customer a high efficiency. Group 6

  4. Marketing tools promotion Advertising public relation Experiential Marketing direct selling Marketing Resources corporate identity (CI) sponsorship Fair E-Marketing Mouth Publicity packaging Group 6

  5. Features • Consumer-Centricity • Resources integration • A single voice • Systematic Group 6

  6. Case: Starbucks ‘Note to self’ Campaign • The objectives of this campaign are to thwart McDonald’s entry into the coffee market aimed at increasing customer retention and brand loyalty especially the age group 18 – 34 • The key content is that Starbucks offer you high quality coffee, committed baristas and a welcoming environment with just pay more one dime • Traditional and non-traditional media work together to emphasize an integrated marketing strategy, mostly focus on print, internet, outdoor Group 6

  7. Case: Starbucks ‘Note to self’ Campaign Print • Traditional advertising includes print ads in eight national magazines. • Such as Elle, Glamour, Women’s health and GQ. • Give customers the real and physical feeling of Starbucks • Newspaper is also a large portion of print strategy especially on the college newspaper. Group 6

  8. Case: Starbucks ‘Note to self’ Campaign Internet • Connecting with customers on the internet is crucial because of the sheer amount of time spent and number of sites 18 to 34 year olds visit everyday. Group 6

  9. Case: Starbucks ‘Note to self’ Campaign • Outdoor • Include posting, ads on bus and bus stops, and billboards are targeted in most big cities that deliver the information. • These ads attract the attention of customers who commute to work and home. Group 6

  10. Case: Starbucks ‘Note to self’ Campaign • In store promotions • Welcome packets • Leaflet distribution • Radios • Emails Group 6

  11. Extended theories of IM Service Profit Chain Five Forces Model of Industry Attractiveness SWOT Group 6

  12. Service-Profit Chain Integrated marketing (IM) is a management strategy focuses on Stakeholders, employees and customers Profitability • Customer loyalty drives profitability • Customer satisfaction drives loyally • Satisfied is not enough for loyalty • What makes customers very satisfied? Customer loyalty Customer satisfaction Employee Group 6

  13. Five Forces Model of Industry Attractiveness Suppliers Buyers Five Forces Model Substitutes Potential entrants Industry competitors • Stakeholders and influencers Group 6

  14. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats Group 6

  15. Duplicate and scale Implementation steps • STEP4 Group 6

  16. What is integrated marketing communication IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Group 6

  17. The difference between IM and IMC IM: It is concerned with alignment and focus of the whole organization. IMC: It aims to ensure consistency of message and the complementary use of media. Group 6

  18. THANK YOU!!! Group 6

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